Social Media Marketing Trends
Connecting B2C Companies with Generation Y and Z Consumers
In June and August of 2010 Aberdeen Group surveyed more than 500 business executives to learn the primary drivers of their marketing programs. The analysis in the paper focuses on the 108 businesses from this survey that were B2C (Business-to-Consumers) companies targeting consumers from different generations (Generation Z, Generation Y, Generation X and Baby Boomers). Data shows that marketing efforts within 77% of these businesses are under considerable influence of changing consumer demographics. The findings indicate that social media plays a greater role than traditional media in marketing campaigns targeting Gen Z and Y consumers vs. traditional marketing mediums (i.e. T.V, print) gaining importance for campaigns targeting Gen X and Baby Boomers. This Analyst Insight will review the underlying reasons why B2C companies adopt different approaches in their marketing campaigns for different age groups.
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In today's economy, marketers are focusing on spending their budgets on the channels that will yield the greatest results for their particular target audience. Figure 2 (below) illustrates that, over the next year, B2C companies targeting a younger audience (Gen Z and Y) will utilize social media for strategic marketing. While companies targeting Gen X and Baby Boomers are more likely to utilize their marketing budget on traditional media.
How Demand Metric Can Help
If you are in the process of researching the trends in social media or developing a social media marketing strategy, check out the following templates:
Social Media Business Case Template
Social Media Channel Prioritization Tool
Social Media Competitive Tracking Tool
Social Media Risk Assessment Template
Social Media Marketing Calendar
Marketing Communications Plan Template
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